WCM at the hub of Web, E-mail and Social Media insights & engagements

Arjen van den Akker

Product Marketing Director – WCM

TFM&A - 1 March 2011

Alterian – Stand Number E18

WCM System – A Definition

• A Web Content Management System is a centrally managed tool that enables (de-centralised) non technical staff to

– create, edit, – manage and finally – publish (in a number of formats)

digital assets to the web, whilst being controlled by a centralised set of rules, processes and workflows that ensure coherent, validated, and on brand electronic content.

WCM Trends

Alterian Annual Survey:

57% of respondents reported their plan to invest in engaging individuals on their website - second highest behind social media

Things have changed...

Let’s look closer at:

1. Social Things don’t just happen on your website any longer!Marketers will need to deal with a multitude of channels

2.Engagement It’s no longer just about one-way publishing, but about capturing responses and building a relevant dialogue

Challenges of the new Multichannel world

• Issues with consistency of brand & tone of voice• Various people / departments & tools involved• Lack of approval/compliance/audit processes • Control over a large enterprise, many brands, products,

divisions, countries• Content duplication (e.g. between web, social & email)• Manual tasks (uploading images / editing HTML)• Repetitive work (numerous logons, accounts &

passwords)• Difficult to track results

But in spite of the challenges...

• The same old truth still applies: Having great, relevant content is still key

• It serves to inform your target audience, so that they can learn about your brand, products and services

• It’s the thing that will convince them to engage with you

So

1. Discover where your audiences are now spending their (social) time…

2. Engage with them using relevant and consistent messaging, to build a relationship that brings visitors back to your site and drives conversions

1) Where do my audiences spend their time?

• Social Media Monitoring

Example McDonald's McCafe introduction:

The Domains Report shows the online locations of McCafe search results. In this case it is surprising to see a number of links related to weight loss. This is a great opportunity for McDonald's to market McCafe to a specific customer segment. They're already talking about the brand…

1) Where are they, what do they say?

• Social Media Monitoring

Map overlay: how are discussions geographically spread, and what do they talk about?

Step 2) Now that we know where they are, we need to engage

In order to Engage with someone, you need

• An understanding of who that person is and what he wants• Good content for each type of person that we deal with• A mechanism to match the right content with that specific person• An opportunity to deliver that content• A way to measure the success of your efforts and do it even better

next time

ENGAGEMENTPERSONAS

Alterian Customer Engagement Framework

Alterian Customer Engagement Framework

Web Content Management or

Content Management ?

Traditional marketing approach – various departments

Web Team

Channel: website,

landing pages

Email / campaign

management Team

Channel: traditional &

email campaigns

New: Webcare / social media

Team

Channel: Twitter,

Facebook, Linkedin etc.

Helpdesk / customer serviceTeam

Channel: phone/mail

Silo’s

Desired approach

Web

Channel: website,

landing pages

Email / campaign

management

Channel: traditional &

email campaigns

New: Webcare / social media

Channel: Twitter,

Facebook, Linkedin etc.

Helpdesk / customer service

Channel: phone/mail

Sharedcontent Shared

insights

ENGAGEMENTPERSONAS

Shared content - requirements

• Central repository for storage of all types of digital assets• Clear separation of content from design, formatting and structure • Way of tagging and structuring content systematically• Ability to deliver to relevant channels such as:

– Web – Mobile– E-mail– Social media– SMS– Other channels (kiosks, games, …)

• Knowledge of channel limitations (e.g. 140 characters)• Workflow, authorisations, processes, auditing

Sounds familiar !!

• A Web Content Management System is a centrally managed tool that enables (de-centralised) non technical staff to – create, edit, – manage and finally – publish (in a number of formats)

digital assets to the web, whilst being controlled by a centralised set of rules, processes and workflows that ensure coherent, validated, and on brand electronic content.

• So - why not apply your WCM System to other channels too?

What would it look like ? - WCM for the web

WCM for email - benefits

• Workflow, folder structures, authorizations etc.• Re-use of existing assets, no need to duplicate• WYSIWYG editing inside templates

– No cumbersome HTML crafting & uploading

• Easy linking to landing pages• Consistent branding on web and email

– (e.g. email & landing page)

• One user interface, no need to logon to multiple systems• Provides direct insights into effectiveness when analytics

for email and landing pages are integrated

What would it look like ? – WCM for managing email content

WCM for social media assets (SMMS) - benefits

• Workflow, folder structures, authorizations etc.• Re-use of existing assets, no need to duplicate• Consistent branding and messaging on

web and social media• Ability to schedule multiple messages as

part of a social media campaign• One user interface, no need to logon

to multiple systems• Provides direct insights into effectiveness when

response tracking is integrated

What would it look like ? – WCM for social media content

Social media content delivered to facebook through a WCM

Shared insights

• Relevant analysis tools for each channel to enable optimization each time

• Ability to create a combined “holistic” view of customer behavior, including – Email behavior (open rates, click-throughs to certain web pages, …)– Web behavior (click paths, conversions, …)– Mobile behavior (click paths, conversions, …)– Social media behavior (sentiment, geo location, interests, …)– CRM /ERP data (transactions, complaints, subscriptions, …)

• Analytics based on the individual, rather than aggregated data, in order to better engage with individuals

What would it look like ? – Analytics for all channels

Is your (W)CMS “Engagement” Ready?

• Don’t consider WCM as just a Web Page Publishing platform

• Consider it as the hub of Web Engagement, involved in– Managing online content– Governance– Deployment to various channels, reusing content

• And supporting– Collecting feedback data– Optimizing content in life cycles

• Delivering– Efficiency gains– Improved Brand Perception, Customer Acquisition,

Satisfaction and Retention – Engagement!

5 take-away questions to ask yourself…

• Which digital assets need to be managed, now and in the future? – Think in terms of web, mobile, email, social, print, TV, kiosks, games

• Does our current Content Management System lend itself to manage content for non-web page purposes?– Consider making this a criteria for a future (W)CMS selection process

• Do the systems we use across other channels (email, social media) allow content – needed to engage – to be managed centrally?– Try to avoid siloed systems and content duplication

• Can we combine analytical data from various sources to get insight?– Needed to build an engagement strategy towards the individual

• Are we prepared to take down internal walls in our organisation?– Restructure your teams to get rid of the (legacy) split between web,

email, social, campaign management and customer service / CRM

Thank You questions?

Arjen van den Akker

Product Marketing Director – WCM

TFM&A - 1 March 2011

Alterian – Stand Number E18

@arjenvdakker

arjen.van.den.akker@alterian.com